Mazlan, Nur Adilah and Ahmad, Siti Yuliandi Ahmad
(2021)
An overview of the adaptation strategies in the tourism industry during pandemic covid 19.
In: 2nd International E-Conference on New Normal in Education 2021 (IENNE2021), 21-22 August 2021, Virtual.
Abstract
The world was catastrophic when an illness virus known as novel coronavirus COVID-19
occurred in China in December 2019. The virus is widespread, and the pandemic impacted most
industries in the first quarter of 2020. The tourism activities stopped to maintain safety and
prevent the virus from spreading further. Thus the tourism industry hit the hardest. Travel
agencies, hotels, and the aviation industry were among tourism-related businesses that had to
close. This research aims to identify the adaptation strategies by the tourism industry for
increasing and reactivating post-covid tourism activity. This study approached a systematic
literature review with the secondary data from the ten previous studies. The main findings show
that the tour operators are preparing a few new strategies to adapt to the pandemic and new
norms in the tourism industry. As a result, the tourist sector was reopened in a few phases in line
with government guidelines to slow the pandemic and revive the tourism economy. The research
illustrates how the global tourism sector adjusts to the new normal and develop new strategies to
resurrect the business. The recommendations are that Malaysian tourism operators can adapt and
emulate some of the methods used by other countries to restore the tourist industry’s glory. For
example, travel agencies can collaborate with hotels, airlines, and tourist destinations to do
approximately new tourist packages a few days after the quarantine. This approach can assist
small businesses to recover from the effects of the covid-19 epidemic while indirectly
contributing to the economy. With the cooperation of various parties in the tourism industry and
tourists, it is possible to help boost its economy. To some extent, while also allowing tourists to
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return to travel with a new normal and adhere to the rules set by certain national governments to
control the spread of covid-19
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